'This is too Tom and Jerry, it needs to be more Don Draper.'

They may work with the same alphabet but it’s the way great typographers use it that sets them apart from mere mortals. Which is why we’d like to draw your attention to this short video from PBS Arts on the art of the typographer.

"We were trying to figure out what is the grey flannel suit version of this form," says typeface designer Tobias Frere-Jones at one point. According to Google Typeface Designer Translate, this means, 'tone it down a bit'.